In Peter Thiel’s book, Zero To One, he identifies the “7 questions you should answer” about your startup. (link)    I’ll endeavor to answer them:

1. The Engineering Question: Can you create breakthrough technology instead of incremental improvements?
   Yes, in fact Dr. Zasloff has done just that:  Patents pending on XO-70 and Lipid Complex document just some of the progress, but creating an entire system that delivers superior beauty results BECAUSE the underlying health is the true revolution.  This breakthrough is a matter of kind, not a matter of degree.
2. The Timing Question: Is now the right time to start your business?
   The long term trends are in our favor — organic food in Walmart, “non-sulfate” shampoos being sought after, growing awareness of the microbiome, more attention to toxicity, the pure foods movement, etc.  All are wind at our back.
3. The Monopoly Question : Are you starting with a big share of a small market?
   It depends on how you define “the market.”  If we define it as “biome care,” then we dominate it!   Hopefully, over time, we can create this market segment and continue to dominate it.  If we define the market as “low-poo” and include botanicals, organics, naturals and non-toxics, then we don’t have a big share of that market … yet.  But we could grow fast in that larger market, which itself is growing fast.
4. The People Question: Do you have the right team?
   So far we have key players, but we have some missing members.  We are excellent recruiters though, and, with a bit more traction and the ability to offer a funded position major contributors, we will have a complete, world-class team.
5. The Distribution Question: Do you have a way to not just create but deliver your product?
   Yes!  By going directly to the consumer, first on our site and later using DRTV, we can both get a highly profitable channel to market and lay a foundation for building brand around Biome Care.
6. The Durability Question: Will your market position be defensible 10 and 20 years into the future?
   The main reason for building a pure-play brand position around Biome Care is to erect a sustainable competitive advantage around the technology and the approach we are pioneering.
7. The Secret Question: Have you identified a unique opportunity that others don’t see?
   Yes.  Most beauty marketers do not yet understand the damage done by preservatives, silicones, and overly aggressive detergents.